September 2, 2019
HOW TO GET STARTED WITH PR
In August’s edition of the Aesthetics Journal, Julia Kendrick discussed the importance of attaining PR for your business, how it can elevate your marketing, and the steps you should take to find the perfect PR company to suit your needs.
The Importance of PR
Any business or organisation heavily relies on its reputation for survival and success. You can create your own PR strategy in-house, but it is a lengthy task that needs to be created and implemented correctly if you want to achieve the best possible results. If you’re not a PR expert, you may also find that you are steered away from focussing on your core strengths and what is the best value of your time for your business.
See Julia’s overview below of the steps that must be considered before approaching a supplier and embarking on your PR journey:
What are your key objectives?
Start by mind-mapping your key objectives – what do you want from your marketing and PR campaigns? Defining your key objectives helps to provide clear direction not only for your business, but also to potential PR companies that you choose to work with. It also helps you to assess PR suppliers to determine if they can deliver what you now know you need, and to ensure that they have the right capabilities that align with your business.
If you’re struggling to identify your objectives, try asking the following questions:
- What does PR success look like to you?
- What do you want to be known for?
- Where do you want to be seen?
It is crucial to ensure you draw up a realistic budget. If you give vague guidance on your budget, you may risk the supplier coming back with something too low or too high for your desired level which can be frustrating and waste your time going back and forth.
Shortlisting Potential PR Suppliers
There are several effective ways to find PR suppliers. A great place to start is asking your peers/colleagues for their recommendations and experiences – just ensure you get a clear picture of the work conducted, the results achieved and what the working relationship was like. Another option includes searching through professional bodies such as the Chartered Institute of PR, the Public Relations Communications Association or the Healthcare Communications Association – these have lists of verified suppliers based on area of expertise and location.
Asking the right questions
Once you’ve narrowed down your list of PR suppliers, begin reaching out to them via telephone or email. This conversation should consist of giving an overview of your business, your key objectives, your expectations, challenges you face, clearly structured timelines and your budget. Prepare questions such as:
- What services do you offer?
- What’s your expertise in this area?
- How do you track, measure and report?
This will give you a clear idea to see if you’re a mutual fit based on whether their values, approach and style of working aligns with your own.
Contact Kendrick PR
Get in contact with us here at Kendrick PR to find out more about how our PR and marketing services can enhance the reputation of your business.
If you’d like to read the full Aesthetics Journal article, please click here or contact us here to find out more.